449G - Marketing Strategy
Prerequisite: Business 340. The course introduces the managerial tools and processes for generating, communicating and implementing marketing strategies for a company, product or brand. This course focuses on competitive marketing strategy, marketing analysis and market planning within the context of global and international markets. It aims to enhance your skills in developing and implementing marketing strategies and decision making in international contexts. You implement marketing strategy in a simulated market environment (Markstrat), which serves as a continuing, evolving "case" in which course participants working in teams assume marketing management roles. The course entails themes of marketing analysis and planning, segmentation and product positioning, innovation, advertising, pricing, sales force allocation, channel decisions, and brand management.